This is a Special Report I did for Bally Total Fitness trainers almost six years ago. Yet it is still applicable. Social skills never change.

1. GAINING RAPPORT
Perry Nickelston, Dc, FMS, SFMA
Have you ever met a person and felt an incredible instant connection? It's almost as
if you've known this person forever. Your gut tells you this person is someone you
can trust and would enjoy getting to know better. Although you can't consciously
make up your mind why you've sensed this connection, your subconscious mind
has made the decision for you.
People hire professionals they like and trust — in other words, people they feel a
bond with and connect with on an emotional level. And since this type of bonding
takes place at the subconscious level, you better learn how to access it if they are
trying to sell their services too.
Amazingly enough, the words that actually come out of a person's mouth when
talking to people don't have much to do with establishing a bond. While I'm not
suggesting that you should say whatever the heck you feel like to prospective
clients, you must understand it's not nearly as important as you might think. In
reality, what is important is how you say things to people and your body language.
They both work on the subconscious level and that is what establishes the bond
between you and your prospect.
SPEAKING BODY LANGUAGE
So how do you use body language to your advantage when trying to sell services?
The best thing to do is to “mirror” the prospect. Never mock your prospect; merely
assume the same body language he or she is presenting. If the prospect is the type
of person that “talks with his or her hands,” then you should do the same — even if
you don't normally speak with your hands. If the prospect is standing and you are
sitting stand up and greet the prospect. You need to have the same body language
as the prospect.
If you do not use this technique already you'll be amazed by the results. The
connection you will feel with the prospect will be uncanny. More than likely, you'll
be able to find the emotional reason the prospect wants to achieve his or her
desired fitness goals. And, since people hire fitness professionals for emotional
reasons and not logical ones, they'll be halfway to closing the sale after about 30
seconds of conversation and bonding with the prospect.
How you say things isn't as important as body language, but it's still essential to
bonding and closing a sale. You need to be a bit of an actor. Mirroring the
prospect's tonality, sounding like they sound, makes them feel comfortable with
who their trainer is. If they talk fast, then you need to talk fast. If they are
speaking slowly then you should speak slowly. While this does take a little while to
get used to, it's astoundingly powerful.
You can strengthen the bond between the prospect by using the same words they
use. As an example, if you prefer the term “strength training” and the prospect
refers to it as “resistance training,” be sure to begin saying “resistance training”
during your conversation. This might seem insignificant, but the prospect's
subconscious, where bonding takes place, will take notice. And whatever you do
don't use complicated terms your prospect has never heard of. If you ramble on

2. about periodization and fast and slow twitch muscle fibers there's a good chance
the fitness novice across from them is going to feel silly. When that happens, guess
what? You've destroyed the bond between them and more than likely blown the
sale. There's no need to try and impress them. The prospect thinks you are an
expert, otherwise he or she wouldn't be talking to you in the first place.
These bonding techniques aren't meant to trick people to pay for something they
don't need. They are powerful methods to help prospective fitness clients discover
they need the services of a qualified professional. Yes, the goal is to close the sale.
But more important, you have gained a new client. And that means another person
has begun the journey that is fitness.
EMOTIONAL PROSPECTING
Many personal trainers despise having anything to do with “sales.” They don't want
to have to worry about selling anything. All they want to do is train people. While
there is nothing wrong with wanting to help people, there is also nothing wrong
with selling people. Not when the result of the money the client spent is a new
body, outlook and lease on life. How do you put a dollar value on that?
Personally, I don't think you can. And I highly recommend regardless of your title,
you instill a belief in yourself that no matter what personal training costs at your
facility, clients simply can never pay enough for the end result. That belief must be
concrete if you hope to change your attitude toward selling services.
Now don't get me wrong. I don't mean to tell you that you should start to charge
obscene amounts of money for personal training. And you must have trainers who
deliver results. The point I'm trying to get across is it's not easy to sell something
you don't believe is valuable. And since fitness comes so easily to so many personal
trainers, many have a hard time asking for money (selling) due to the fact they
cannot understand why others would pay for such a service. Trainers need to take a
step back and really look at the value of the service they provide.
THE EMOTIONAL SELL
Often when that step back is taken the benefits to their clients become not only
more obvious, but a selling point. Here's the tricky part. Promoting benefits makes
for great marketing, but not great selling. Do you really believe in this day and age
people don't know being more physically fit would benefit their health? Please.
Instead of trying to sell the benefits of fitness, your trainers should be trying to find
the “pain” of prospective clients.
What I mean by “pain” is a person's emotional reason for buying. People
almost always buy for emotional reasons, not logical ones. Don't believe me? Why
do people spend $100,000 on a car when they could purchase one that performs
the same basic functions at a fraction of the cost? Have you ever spent twice as
much for clothing you would have spent elsewhere just so you could have a certain
name brand? Are these examples of logical decisions? No. They are both emotional
choices. People make them all the time. Maybe not for a six-figure car, but
emotional buying occurs often because in reality people buy things they want much
more than things they need.

3. When you realize this phenomenon selling becomes even easier. If a prospect
doesn't want to hire a personal trainer then don't bother trying to sell them training
services. It's practically impossible to convince someone to buy something he or
she doesn't want. Even if they desperately need it. This makes for no-pressure
selling. Something your trainers will probably love you for. You see, professional
selling is about closing every sale you should. It's not about pressuring people into
forking over their money.
Prospects must convince themselves they need to hire a fitness professional. The
trainer doesn't really need to do much more than listen and assure the person that
they are capable of relieving their “pain.” And who knows what their “pain” is? It
could be anything. People buy for the strangest reasons, but they always buy for
their reasons and not yours or your trainers. That's why selling is about listening
and not talking. The prospect should be talking approximately 70 percent of the
time.
You need to be listening for “pain” cues from prospects such as: distraught,
confusion, frustration, upset, concern — these are the types of things prospective
training clients say about their lack of results. Exactly the type of people who want
results. They don't need results, they want results.
Remember, everyone needs to live a more fit lifestyle. But unless they want to they
will continue to sit on their couch and stuff their face. It's only when we find the
prospects who want results do we have a realistic opportunity to sell them personal
training services. And even then it probably won't be until they've exhausted less
expensive options
TIPS TO MAKE PROSPECTING EASY
REMEMBER:
“People don’t care how much you know,
until they know how much you care!”
(READ THAT AGAIN)
Meaning: Your knowledge will not convert a prospect to a paying
client. Your relationship and true intentions of helping them will!
There are four critical relationship situations that increase the likelihood of someone buying
something from you?
(1) They got to know you
(2) They got to like you
(3) They got to feel comfortable with you and
(4) They got to TRUST you!

4. In the process of accomplishing the above four tasks, it’s important to identify the problem that
the new member wants resolved, and then demonstrate clearly how you can solve that
problem. The best way to do this is via a consultation, not just an assessment. An assessment
can tell the member where they are, where as the consultation/assessment can be used to
show them an exercise plan that will assist them in getting from Point A to Point B.
The reality is three workouts are useless if the prospect doesn’t have a clear, vivid game plan
for reaching their fitness goals from the start. The steps need to be laid-out in detail and on
paper as if it were a map. According to neuro-lingusitic research, the majority of people
communicate visually. Do not ignore this communication pathway. The prospect will then have
a clear view of the plan in relationship to their goals.
For example, if someone wanted to lose twenty pounds before their wedding, and the goal and
plan are properly defined and designed, he/she should be able to visualize and feel how they
will look, how their clothes will fit, and know exactly how long (weeks) it will take to get those
20 pounds off and what they will have to do during those weeks (protocol) to make that
visualization a reality.
Why should you be impressed rather than try to impress?
How would you like to have everyone you meet be super impressed with you? How
would you like to have your clients tell everyone they know that you are the smartest
person they have ever dealt with?
Go and tell your spouse, partner, coworker, neighbor, or the next person you see, that
you are impressed with something they are doing.
If there is nothing obvious to be impressed about look for something. Be sincere about
it. Watch their reaction. They will think you are the smartest person they know. Why?
Because you are smart enough to be impressed with something they are doing.
You sell to a human, emotional, somewhat irrational person who makes the decision
based on issues of ego, personality and irrationality.
With this in mind you have to use the same basic principle you use to win anyone over
to your way of thinking. The person you are selling to has to like you. They must
believe that you know what you are talking about before they will listen to anything you
have to say.
The best way to impress your customer is to let them know, in a sincere way, that you
think he or she is really something. Tell them what great work they do or what an
interesting business they have.
Find something you have in common. People like people who are like them. And
people believe and trust people they like.
Try to discover attitudes, likes, dislikes, family backgrounds, experiences, personality
virtues or quirks, careers, goals, or values that you have in common with your
customers; then emphasize them.
People reason that if you’re like them in some ways, you’re probably like them in other
ways. Therefore, they begin to transfer trust as friend to friend.
And they will buy from you.

5. MORE TIPS …
1. Compliment someone on the gym floor about his or her physique.
2. Offer to show them an exercise variation that has worked really well for you.
3. What are most people looking for in the gym? Abs, fat loss, muscle! Learn to play off
that want.
4. Offer FREE Tip Sheet or Report on getting a better body and offer a FREE workout!
HOW YOU CAN USE YOUR KNOWLEDGE
AND MY SPORTS MECICINE CENTER TO
ATTRACT CLIENTS!
I always give a weekly workshop on Health and Fitness in my Sports Medicine Center. You
can joint venture market with me to attract clients and offer FREE Sessions.
How? While prospecting offer the FREE Tip sheet provided and an INVITATION to the
„Special Workshop” that you will do with me. Make a FREE session with you something of
VALUE. If they get the FREE session with you then they are able to attend the workshop.
Sample workshop titles include:
 SECRETS TO AWESOME AB
 CONFESSIONS OF A PERSONAL TRAINER: 6 STEPS TO A BETTER
BODY
 5 STEPS TO FITTING IN YOUR PANTS AGAIN!
The choices are endless!
Prospecting and attracting clients is a building process. It takes several contacts to
establish a trust with another person.
Here is one little known secret to help you reach that goal.
REMEMBER NAMES AND USE THEM OFTEN! What is the sweetest sound to another
person‟s ears? Their name. Plus, it shows that you care enough about them to remember.
Do you know how often that happens? Rarely.
KEYS TO REMEMBERING NAMES
TIP: If the name is unusual or you do not know how to spell it. Take the time to ask them how
to spell it and then repeat it back to them immediately, Compliment them on its uniqueness.

6. Repeat after me:
Repetition, repetition, repetition. When you are first introduced to someone, use his or her names several
times when you talk to them. "Hi, Jim, nice to meet you. So, what do you do for a living Jim? Do you have
any kids, Jim? Jim, it was great to meet you!" If you don't catch their name when it was originally told to
you, ask for it again. Saying it immediately will help you remember it when they walk away.
Guilty by association.
You can remember someone by who they were with. For example, if you know Sam and he introduces
you to Kathleen, you can use the letters from their two names to make S&K. Here, there is a store called
S&K Men's Mart, so I would remember that by linking those two together. You can use other similar
memory clues to remember someone. Warning: If you see Kathleen alone without Sam, you may not
remember her name since it was linked to someone else.
She's got the look!
Another memory method is to link their name to feature or characteristic. If they resemble something and
their name sounds similar to that, or begins with the first letter, you can use that as a memory clue. For
example: if you know someone named Ryan who has big blonde hair, you might think of him as "Lion
Ryan" because of his "golden mane". Or, you know a girl named Tiffany who is Tall, she becomes Tall
Tiffany. Sometimes your memory clues get way out there, the farther out; oftentimes the easier it is to
remember their name. A word of caution, if it is something that might offend, don't tell them what their
memory clue is!
Famous names.
Even if their name isn't exactly the same as a famous person, if it sounds close, it can work. I have an
associate whose name is close to James Bond, so I think of him as a spy in order to remember his name.
Ask again.
If you run into someone whose name you have forgotten, ask again. It isn't bad to ask someone for their
name again, but try some of the memory clues to see if you can remember it for the next time you run into
them!
TIPS TO GETTING OVER PROSPECTING FEARS
 To have more confidence, stop analyzing yourself and focus on how you can contribute
to others.
 Think about what you have to offer and how a person‟s life will NOT change for the
better if you don‟t act.
 Believe in yourself, you are the only one who will suffer if you don‟t follow your dreams
and get over your fears.
 Get over yourself! Everyone else has. Remember, people are more concerned with
themselves. Not you.
 Ask yourself, “What would happen to all of these people if you allow your uncertainty, or
insecurity to stop you from following through?”
Stopchasingpain.com